Value co-creation and innovation performance: insight knowledge from companies and customers in the Malaysian hotel industry

Based on the DART model, this research aims to assess the influence of value co-creation (VCC) processes on hotels' innovation performance (IP) in terms of new service development and delivery processes. Moreover, this research aims to use content analysis to ascertain customers' experiences in the hotel industry during service interactions. Data were collected from 105 four-and-five-star rated hotels in Malaysia and analysed via structural equation modelling using SmartPLS software. This study examined 52 tourists' experiences and feedback data staying in eight different four-and-five-star hotels for content analysis. Results reveal that dialogue influences new service development, whereas access influences both the delivery process and new service development. Besides, risk assessment and transparency influence the service delivery process. This study highlights that business transactions in the hotel industry begin and end with the 'customer'.